Universities are using social media increasingly as communication chan-nels. However, not all universities seem to have a clear strategy that allows them to achieve a broader range. This study shows publication time can affect the impact of a publication. The authors compared the behavior of Fanpage managers to demonstrations of public engagement from the stan-dpoint of their temporary activity cycles. A quantitative methodology was used, based on identifying outstanding publications among 31,590 publi-cations by 28 Mexican universities.
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